As a marketing specialist advising the management of Business-to-Customer organizations you are approached by the University of Eldoret management to give a speech that illustrates excellence in the practice of business-to-customer marketing. a) Using relevant examples explain how the marketing mix can be utilized by the management to meet its specific objectives. (8 marks) b) The marketing of services is becoming increasingly important all around the world. Since the University of Eldoret provides services to its clients, discuss the key characteristics of a perfect service in your speech. (7 marks) c) Marketing Environment forees are critical to the success of marketing efforts. Considering this statement explain to the university management the opportunities and threats presented by each micro environmental factor. (10 marks)

a) The marketing mix, often referred to as the 4Ps (Product, Price, Place, Promotion), is a framework that can be utilized by the management to meet its specific objectives. For instance, the University of Eldoret could focus on developing a high-quality educational program (Product) that is affordable (Price), accessible both online and offline (Place), and promoted through various channels such as social media and partnerships (Promotion). By strategically utilizing each element of the marketing mix, the university can attract more students, enhance its reputation, and achieve its goals.<br /><br />b) In the context of service marketing, key characteristics of a perfect service include intangibility, heterogeneity, perishability, and simultaneity. Intangibility refers to the fact that services cannot be touched or seen before they are bought. Heterogeneity means that services are often customized and vary from one provider to another. Perishability indicates that services cannot be stored for later use. Simultaneity suggests that services are typically produced and consumed at the same time. By understanding these characteristics, the University of Eldoret can better design and deliver its services to meet the needs and expectations of its clients.<br /><br />c) The marketing environment forces, including factors such as competition, economic conditions, technological changes, social trends, and regulatory policies, play a crucial role in the success of marketing efforts. For example, the University of Eldoret should consider the opportunities presented by emerging technologies, such as online learning platforms, which can enhance the delivery of its services. However, it must also be aware of the threats posed by increasing competition from other educational institutions and changing economic conditions that may affect students' ability to pay tuition fees. By carefully analyzing these micro environmental factors, the university can develop effective strategies to capitalize on opportunities and mitigate potential threats.